区域营销越来越多地被地方政府用于提升城市形象、实现经济发展和空间开发的政策目标。区域营销已经成为地方和区域治理进程的一部分。评论家认为,区域营销通常采用的是自上而下的方式,把公民排除在外。本文对调查数据的分析证实了这一批判。但是,本文的案例研究表明,我们可以利用公民参与区域品牌推广来提高品牌的质量,并把公民情感纳入治理过程。 Regional marketing is increasingly being used by local governments to promote the city’s image and achieve its economic development and spatial development policy goals. Regional marketing has become part of the local and regional governance processes. Critics argue that regional marketing often adopts a top-down approach that excludes citizens. This analysis of the survey data confirms this critique. However, the case studies in this article show that we can use citizen participation in regional branding to improve the quality of the brand and to incorporate civic sentiment into the governance process.